The Brazilian Oral Hygiene Market: What Consumers Use and Why?

This report provides the results for the Oral Hygiene market in Brazil from Canadean’s unique, highly detailed study of consumers Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as organized retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?

Marketers in the Oral Hygiene market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Oral Hygiene market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 20082009 the organized retail market has been characterized by an increase in the amount of discounted and own-brand products. Toothbrushes and Toothpaste are considered essential items and the weak economic conditions have not affected their consumption patterns. On the other hand, Mouthwash, Breath Fresheners (non-confectionery),and Dental Floss are not considered essential items and therefore consumption patterns have been comparatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.

What are the key drivers behind recent market changes?

Consumers uptake of products and the influence of consumer trends are fundamental causes of change in markets making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?

The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Breath Fresheners (non-confectionery), Dental Floss, Denture Care, Mouthwash, Toothbrushes &Replacement Heads, and Toothpaste.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique retailer choice data at the product category level in organized sector, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

Pre-Mid-Lifers have the highest Mouthwash consumption in Brazil, with approximately 80% of the age group using these products. Heavy frequency consumption accounts for approximately half of this consumption, indicating that suppliers targeting this market should aim to increase the consumption frequency of half their users.

The Oral Hygiene market in Brazil is dominated by two categories, Toothbrushes & Replacement Heads and Toothpastes, which together constitute nearly 85% of the market by value.

Dental floss consumption is relatively high in Brazil, with approximately half of users consuming at a Heavy frequency. However, consumption is higher among women than men, suggesting a strong potential for Dental Floss products targeted at women.

Key Highlights

Health and Better value for money are most important trends driving consumers choices of Oral Hygiene products in Brazil. This indicates that consumers see Oral Hygiene as an important category in which to control their spending, and one where value can be found without necessarily purchasing the most expensive products.

The organized retail sector in Brazil is relatively fragmented, with the top three organized retailers distributing 62% of the Oral Hygiene market by volume. This share is expected to increase as the Brazilian organized retail market is expected to concentrate further.

Private label penetration is low in the Oral Hygiene market in Brazil. One reason for this is the fragmented character of the Brazilian organized retail market, with private labels traditionally stronger in mature, concentrated organized retail markets.